Social Entrepreneur, Sam Caster, founder of MannaRelief, shares his discoveries and expertise. In this video he is speaking on social enterprise and is speaking to EvolvHealth and references an event many of the marketing team will be attending.
Well, hello, Evolv. It is such a great pleasure to be with you today. You know the commitment you have made to the Hope Movement makes you perfectly positioned to take advantage of what Harvard Business Review is predicting to be the most dynamic, powerful, purposeful business model of the twenty-first century. It’s called Social Entrepreneurship or Social Business. And you know today it’s the most sought after curriculum in business schools worldwide, as an entire generation of young people are flocking to social business for their careers, because they want their lives to account for more than just a paycheck. And that’s the benefit of a social business.
I ran a charity for 16 years and what I have discovered is that the charity model does not provide sustainable funding. So social business became the best solution for creating sustainable funding for my organization. So for the last five years I have put a great amount of study into what makes a successful social business. The best template I’ve found was published in Inc. Magazine in a cover article entitled, “Six Ways to Change the World: A Practical Guide to Social Entrepreneurship.” And it said that the model works best when one or more of these three criteria are involved.
Number one: You make a direct link between your consumer and your cause. They said the best way to do that is the buy-one-give-one model. And they used Tom’s Shoes as an example. So in other words every time you buy a pair of Tom’s Shoes a child somewhere gets a pair of shoes that is in need of a pair of shoes. The consumer doesn’t have to wonder what is going on, what percentage is given, it’s just I buy a pair of shoes, they get a pair of shoes. So, one for one is the best model to connect the consumer.
Number two: Sell into a mass-market demand. In other words, the bigger the market demand the bigger sustainable impact you can make on a social problem.
And then finally, number three: they said the product you sell should be the trigger for social change. In other words, find a mass market need, produce or create an innovative, proprietary new product solution for that market. Again, that gives you sustainability in the marketplace.
When I look at Evolv, I look and see how perfectly positioned you are for that. The biggest concerns in health today and wellness are three areas. People are too sick, they are too tired, and they are too overweight. If you had products that could provide sustainable relief to those issues, anyone of those would be the basis for a phenomenal business, but you guys are already addressing all three only we are just going to do it better.
What is interesting is science has shown us that there’s one common denominator between those three categories. It’s caused by a poor gut health. It’s called chronic inflammation. Sound familiar to you guys?
Chronic inflammation is connected to every non-communicable disease that exists out there in the marketplace. And interestingly enough it’s also connected directly to the issue of being overweight or obese. What chronic inflammation does it inhibits your fat burning hormones from working. Hormones are molecules that send signals to your brain, in this case telling your brain to burn fat efficiently for fuel. It’s just a normal part of physiology.
But inflammation reduces the effectiveness of those hormones. So what happens? You got plenty of fat burning hormones in the system telling your brain to burn fat; your brain doesn’t hear the signal. And there is no amount of dieting or exercise that can overcome that problem. So what happens? People go on a diet, they lose weight, but it comes back with a vengeance. Why? Because, until you address the root cause of the inflammatory response to your fat burning hormones, you have not chance of a sustainable impact.
So what if Evolv was dedicated to solving that problem? What if we created the first whole food based product that was convenient to eat, tasted good, and addressed the issue of reducing the risk of chronic inflammation while rebooting your fat burning hormones? So that consumers could achieve sustainable fat loss results? Wouldn’t that be incredible? And what if every time a consumer bought a bar the company was willing to make a donation of the same type of whole food nutritional support to the world’s most vulnerable children in our effort to solve the problem of childhood malnutrition?
That’s called a social business deluxe; doing something like that. Because it incorporates all three of the components of what Inc. Magazine said were necessary to have a successful (social) business.
So, we are going into the biggest market in America, the most underserved market, which is the market of obesity and overweight with this unique product. 75% of the people in this country are overweight or obese. That is a massive market to go into with a very unique, proprietary solution; something that no one else is doing. So we think we have the potential of making a huge impact in the marketplace.
The last question about social entrepreneurship is what is the best form of distribution? Because the social business model is primarily focused on retail distribution. Again, there was a great book I read called Social Entrepreneurship What Everybody Needs to Know by an author named David Bornstein. He talked about the evolution of this exciting new business model; not only where it’s been but where it’s going. He said that it started off with Social Entrepreneurship 1.0. That was the recognition that entrepreneurs were willing to dedicate their skill sets, their businesses to solving social problems. Social Entrepreneurship 2.0 was connecting those social entrepreneurs with companies that had significant amounts of infrastructure so they can proliferate their ideas around the world. And that is typically where it goes into mainstream retail. But the author said that the next evolutionary step of social business would be Social Entrepreneurship 3.0. And that’s the companies that are capable of building platforms that allow all people to participate and profit from social business ideas, by building teams of teams that can help proliferate your message and your technology into the marketplace.
Why would it take teams of teams and the ability to let all people to participate? Because global change of this magnitude has never been facilitated by institutions or by governments. Significant change has always come through people movements.
So allowing all people to participate and profit from social business is the end game of social business. Our goal is to create the first social business 3.0 plan for addressing the number one issue that people deal with in terms of health risk in this country and around the world.
Here’s our goal. Five to six million children a year die of acute malnutrition in the world. Can we, through this model, get to those children? It’s a good question. Let me give you some perspective.
1.4 billion people on this planet are estimated to be overweight or obese. What if we had the best solution for that problem; the most sustainable? Our goal is to introduce it to one-third of one percent of that market. That would be seven million consumers. What if we could link seven million consumers to the needs of seven million children?
Let me tell you something. That would be the most dynamic social business that the world has ever seen. And I think we can do it. That’s our goal.
Listen, I know you are at your H.O.P.E. Day today. You are planning your new year. My advice to you is to plan big.
Let me tell you something. The platform of social business will give you the most incredible place to speak from that you could possibly imagine. It will provide you the opportunity to talk to anybody, anytime, anywhere about truly one of the most incredible business opportunities that exist in the world today.
My prayer for you is that you prosper in everything you commit your hands to this year. And I look forward to meeting you all real soon.